The end goal of event marketing is usually to create a memorable event for the audience and for the organizer to gain brand recognition. As social media marketing is becoming more critical in our society, brands must capture the video content they can share in real-time and even after the event has ended.
This means that a large company such as iHeartMedia will need a team of 33 people to capture every type of content at their most significant event of the year, the Z100 Jingle Ball.
iHeartMedia has hosted its Jingle Ball for more than 20 years. The concert is a holiday event featuring the year’s top performers. Jingle Ball, a multi-city concert tour in 2022 that features performers like Dua Lipa and Lizzo, Charlie Puth, and Backstreet Boys, will be a hit.
The Z100 Jingle Ball all-access lounge event took place at the Hammerstein Ballroom in New York City on the 9th of December. Live performances by artists like Jax and JVKE were included in the free event, along with booths and other activities from Jingle Ball sponsors Adorama.
Setting Objectives for Video Content
It is essential to capture videos to share on iHeart social channels.
“Content is the most important part of an event for [my team ]… on the digital side]. It shows our personality. “It helps us expand our brand’s reach,” said Tony Molaee. SVP Digital Programming and Operations, iHeartMedia. “We want FOMO. This is our primary goal.
The iHeartMedia staff plans to post various content in the days leading up to, during, and following the main event. This includes interviews behind the scenes, coverage of the front stage, and much more.
Video Content Types
Brands must produce content for multiple social media platforms, including TikTok and Instagram, Twitter, and Facebook. It’s more involved than just posting the same content to different accounts. To thrive, each platform needs another format. The iHeart Team has members specializing in various designs to suit each forum.
Short-Form
Deanna Moore is a Digital Content Producer at iHeartMedia. She spends her time in the “pit” to capture live content. The pit is as close to the front of the stage as you can get. It allows for up-close-and-personal footage of the musical artists as they perform.
“I’m in the front…and I film the performers on stage.” Moore explained that she was “editing and cutting clips as quickly as possible to share on social media at the moment.”
Most social media platforms have recently favored short-form videos. Insta recently changed its algorithm to select video over photos. Moore relies on her iPhone for all the video content she needs.
Longer-Form Content
Although short-form videos are currently the most popular, there is an excellent opportunity to reach a new audience on platforms that offer longer videos, like YouTube.
This type of video content for iHeart can be anything from interviews with musical artists to moments between fans and artists during meet-and-greets. The iHeartMedia video team comprises two people: Senior Digital Content Manager Maritza Boivar and Digital content producer Nooron Eewshah.
Many artists enter and leave the Hammerstein Ballroom [during Z100 Jingleball All-Access Lounge]. We will film them, and as soon as their interview is over, we will quickly delete the footage and begin editing,” explained Eewshah.
Workflow for Content Team
On the day of Jingle Ball, iHeartMedia assigned 33 people to create content. The team’s workflow consisted of a mix of people on stage, in the backstage area, and floating about the venue. The venue had a couple of editors ready to edit content and post it in real time.
The team members were roaming the venue and capturing video using their smartphones and professional cameras. This content was sent to editors for real-time posting on YouTube. Highlights and clips were also created for Instagram and TikTok.
This is a day jam-packed with content capture …. Molaee said, “If you are not present, we will show you what you will miss.”
The content team uses both Sony cameras as well as Mirrorless Cameras. After Effects is used to add some effects and edit the video footage, Photoshop can also be used for still graphics if needed.
How To Incorporate Video Content Into Your Brand
You can start small if you want to include video in your marketing strategy. Here are some tips to get you started.
Post Frequently – It is important to post often on any social media platform to maintain relevance and gain recognition.
Get to Know Each Platform- Social platforms are constantly changing. Keep up with the latest news about significant players like TikTok and Instagram. You can then adjust your content accordingly.
Variety -This meant that the iHeart Team provided behind-the-scenes videos, interviews, and performance highlights. Be sure to change your content often to avoid becoming too predictable.
Get Some Gear. A new camera, an external microphone, or a gimbal stabilizer can make your content more professional. Adorama has a wide range of gear that will get you going.